Registering a business name in New Zealand

Whether you’re a sole trader or bootstrapping a new brand, locking in a business name is one of the first fundamental steps. A business name enhances brand protection and boosts credibility, helping your company stand out in a saturated market.

You don’t need to submit a mountain of paperwork. Kiwi entrepreneurs can complete the entire process online, often in a matter of minutes.

This post will discuss how to register a business name in New Zealand, including look-up tools, documentation requirements, and naming rules. We’ll also throw in a few handy brainstorming tips so you can pick the perfect business name.

What is a business name in New Zealand?

A business name refers to the official name of a company registered with the New Zealand Companies Office. A limited liability company must end in “Limited” or “Tapui Limited.”¹

A registered business name can be different from a trading name.² Think of the business name as an official identifier, and the trading name as a common moniker used in marketing and by everyday consumers.

Here’s an example of a well-known burger chain:

• Business name: McDonald's Restaurants (NZ) Limited
• Trading name: McDonald’s³

Registering a business name is a mandatory part of the company registration process–it’s impossible to start a company without one.

Sole traders don’t have to register a business name⁴, but they can trademark their brand to protect their IP.

How to choose the right business name?

The right business name can help you stand out in a crowded market and ultimately generate more sales. Given its fundamental role, many entrepreneurs invest considerable effort into pinpointing a name.

Business NZ recommends the following brainstorming and A/B testing approach.²

1. Write down every potential business name you can think of in a specified time limit (i.e., 5 or 10 minutes), repeating the process multiple times until you’ve exhausted all good ideas
2. Discard any names that don’t reflect your brand, appeal to your target demographic, or suit your business
3. Review the remainder and discard other names you don’t feel are a good fit until you have a shortlist for testing
4. Select two or more of the best names for A/B testing
5. Ask your network if they prefer name A or B, and take note of the winner
6. Repeat until you’ve tested all your names at least once
7. Add up the scores to find a winner

You must avoid names that are offensive or obscene, or have protection under legislation or law, such as “ANZAC”.⁵

How to check if your business name is available?

The Companies Act 1993 prohibits the use of a name that is identical or almost identical to an existing registered company. Examples include replacing “and” with “&,” adding an “s” to make a plural, or swapping“.co” with “company.”⁵

The Business NZ One Check Tool lets you review the availability of the following:

• Business names: whether any identical or near-identical names are taken
• Trademarks: whether your business name is similar to an existing trademark
• Web domains: which relevant websites and email addresses are available
• Social media: Account names across major social media platforms

How to register for a business name in NZ

Registering a business name is a compulsory step during the company incorporation process. It’s simply not possible to register a company without one.

Documentation required to register a business name

Registering a business name doesn’t normally require any documentation. Exceptions exist, such as permissions for names containing restricted words.¹

The wider company incorporation process, however, does involve a lengthy list of requirements. Learn more about how to register a company in New Zealand.

Process for registering a business name in NZ

Reserving a name comes early in the company incorporation process, often after choosing a structure and company type.

You can register your company through the appropriately-named New Zealand Companies Register.

1. If you don’t have one, create a RealMe® account, a secure portal that lets you verify your identity online and access multiple government services
2. Create a Companies Register online services account and log in
3. Select your entity type from the drop-down menu in the dashboard
4. Enter your preferred company name
5. Use the “Auto check” function to reconfirm the name availability
6. Select whether you are registering the name for yourself or an employer
7. Upload any documentation if required
8. Submit your application and pay the fee of $10 plus GST¹

The Companies Office will review your application, usually within a couple of hours during normal business hours. If approved, you’ll have 20 working days to finalise your company incorporation.¹

Reserving a business name for sole traders

Sole traders, such as freelancers and self-employed tradies, don’t need to register their business name with any government agency.⁴

But they can’t start trading under any old name. Using the same business name as a registered company may breach the Fair Trading Act, especially if that company works in the same industry.² For example, opening a McDonald’s Autoworks mechanical workshop might be fine, but selling McDonald’s-branded burgers will probably see you in strife.

Business NZ recommends using a name that isn’t registered with the Companies Office, wherever possible.²

A sole trader seeking to protect their brand may choose to use a trademark instead of registering a business name. Trademarks generally apply to words and logos and are registered through the Intellectual Property Office of New Zealand (IPONZ).²

Wise Business: Simplifying cross-currency transactions

Once you've registered your New Zealand business name, the next step is setting up your finances. Your plans might extend beyond local shores, from paying overseas suppliers to selling to international customers. As such, managing business foreign currency transactions can become complex.

This is where, Wise Business helps simplify this. You can get local account details to receive payments in major currencies like AUD, USD, and EUR without hefty fees, and send money abroad using the mid-market exchange rate. It's a financial toolkit built for Kiwi businesses with global ambitions, right from day one.

A Wise Business account allows users to can send, receive, and hold in multiple currencies. Experience hassle-free global transactions by transacting like a local business. Here's what you get with a Wise Business account:

• Free to register — Hold and convert between 40+ currencies. Send to 140+ countries
• Debit cards for you and your team, which you can use in 150+ countries
• Multi-user access for team members, with ways to control and manage permissions
• Pay up to 1,000 recipients at once with the Wise batch payments feature
• Integrate with your favourite cloud accounting solutions like Xero, QuickBooks, and more
• Get account details to receive in 8+ currencies for a one-time fee of 40 NZD

Sign up for the Wise Business account! 🚀

This general advice does not take into account your objectives, financial circumstances or needs and you should consider if it is appropriate for you.

Sources:

1. Reserving a name for a new company
2. Choosing a business name
3. Corporate Offices
4. Becoming a sole trader
5. The rules relating to company names